What to Expect From the Next Generation of Digital Display
Friday, 08. 7. 2009 – Category: Enversa Companies
A new generation of online-display advertising is beginning to emerge to match the needs and wishes of large publishers and publisher-side brokers, and advertising networks are concentrating on brand safety and targeting.
Here are some other factors that affect what happens with digital display advertising:
- Ad exchanges have progressed from bid-matching to allocation.
- Many agencies are now aggregating data and impressions for themselves and their clients.
- Data exchanges now separate data-about-impressions from those impressions, adding to their significance and value.
- None of their competitors, including Google, seem capable of standing alone above all others.
Although signs of contention are there, publishers are starting to resemble networks, and networks have taken on some of the characteristics of publishers. The efforts of prominent publishers have become more advanced, and advertisers are adjusting to…
‘Demand-Side’ Networks Give Agencies a Boost in Display
Wednesday, 08. 5. 2009 – Category: Enversa Companies
Demand Side Ad Exchanges
The business world is dynamic and ever changing, and this is certainly true in the online advertising sector. New methods for buying and selling are emerging rapidly so that agencies can realize greater sales and profits. Traditionally, advertising agencies and networks work together to bring buyers and sellers together. But, in order to curtail a drop in rates, agencies are boldly moving to capture more of the display market dollar.
The economic difficulties of these agencies are well documented. As the networks have captured more of their profits and they have seen their margins drop by as much as ten percent, they are becoming more active in the buying process to offset this trend. Ad agencies have entered into the demand side with…
Beyond Brand Advertising- The New Direct Response
Wednesday, 03. 18. 2009 – Category: Enversa Companies
The phenomenal growth in online advertising has attracted advertising dollars like never before. Millions of dollars are being spent for online ads in a great experiment to determine which strategies and tactics are going to be the most effective. Ad agencies are implementing new direct response strategies designed to increase responses from consumers in more predictable and cost-effective ways. Direct response is still the best form of advertising and is being used in new and improved ways. In today’s economy, every advantage helps.
Ad agencies should be focusing their efforts beyond the limitations of brand advertising to the new direct response strategies. Internet advertising dollars utilizing the Internet technology’s ability to track searches and immediately present ads related to the searched content are more effective than…